Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context

  • Sophie C. Boerman
  • Edith G. Smit
  • Lex van Meurs


In the contemporary information jungle, it keeps getting harder for advertisers to be noticed. Advertisements that fail to attract even the lowest levels of the attention cannot be effective. Therefore, advertisers try to find clever ways to catch the eye of the consumer. Especially in magazines, advertisers need to come up with new ideas as the clutter of brands is high and advertisements have to compete with the editorial content surrounding them.


Visual Attention Consumer Research Context Characteristic Visual Score Text Element 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Sophie C. Boerman
    • 1
  • Edith G. Smit
    • 1
  • Lex van Meurs
    • 2
  1. 1.University of AmsterdamThe Netherlands
  2. 2.Intomart GfKThe Netherlands

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